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December 20, 2007


Your closing is spot on - it always has been, but few marketing groups interact well with the CSR teams unless they are trying to work on "would you like fries with that?" upsell tactics. Unfortunately most organizations look at their call centers as COST CENTERS rather than as investments in the customer relationship. Even with the emphasis CRM has received over the past decade plus, far too few understand the importance of the relationship in the marketing mix. Word of mouth has helped this accelerate and now user generated content / social media is putting this emphasis back in the spotlight.

While you are right that it always has been marketing and you (and I) don't think it is new, for many others in the world of marketing and communications it is indeed a new idea - lets hope it is more widely understood as conventional wisdom sooner rather than later.

See you there.

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